A PROJECT REPORT ON INTERNAL STRATEGICAL FUNCTIONALITY ABOUT 92.7 BIG FM AND MAPPING MEDIA MARKET AT 92.7 BIG FM VISAKHAPANTAM A project report submitted in partial fulfillment for the award of degree of Bachelor of Business Administration (Industry Integrated) 2nd Semester TO GAUHATI UNIVERSITY, ASSAM By C.S.Preethi
Under the Esteemed Guidance of SUN INSTITUTE OF TECHNOLOGY AND MANAGEMENT VISAKHAPATNAM MARCH-2009
CERTIFICATE OF THE ORGANIZATION
K.V.N.Sudheer Station Head ADLABS FILMS LIMITED (Fm Radio Initiative) Flat No.401, D.No.47-14-4, 4th Floor, Eswar Paradise, Above SBI, Dwarakanagar, Visakhapatnam. Date: 18-07-2009 To, The Training Officer, National Institute of Applied Management, Banglore/ New Delhi. This is to certify that Mr./Ms.____________________________________ Of BBA (Industry Integrated) course of Gauhati University,Assam at SUN INSTITUTE OF TECHNOLOGY AND MANGEMENT learning center has Undergone management training at our Organization from 9-03-2009 to 11-06-2009 His/Her performance during the training period was___________________ Authorized Signatory
92.7 BIG FM K.V.N.Sudheer Station Head
CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT REPORT AT 92.7 BIG FM , VISAKHAPATNAM. Submitted in partial fulfillment of the requirements for award of The degree of Bachelor of Business Administration (Industry integrated) To
Gauhati University, Assam
Is a record of on filed training carried out by C.S.Preethi Under my supervision and guidance and that no part of this report has Been submitted for the award of any authored Degree/Diploma/ Fellowship or similar titles or prizes. FACULTY GUIDE SIGNATURE (GUIDENCE’S) PROF, D.PANURANGA RAO SIGNATURE (FACULTY) MRS. R. JYOTHSNA
SIGNATURE & SEAL OF THE LEARNING CENTER
DECLARATION INTERNAL STRATEGICAL FUNCTIONALITY ABOUT 92.7 BIG FM I HEREBY DECLARE THAT THE PROJECT REPORT CONDUCTED AT UNDER THE GUIDANCE OF PROF MYTHILI Submitted in partial fulfillment of the requirement of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION
Industry integrated 2nd semester
Gauhati University, Assam
Is my original work and the same has not been submitted For the award of any other degree/ diploma/ fellowship or Other similar titles or prizes. Place: Visakhapatnam Date: C.S.Preethi
ACKNOWLEDGEMENT
“ Any worthwhile Endeavour is the result of the efforts put in by more than one individual” I acknowledge my indebtedness to all those who helped me in the preparation of this project report. I express my deed sense of gratitude and sincere and sincere thanks to Mr.K.V.N.Sudheer, Station head 92.7 BIG FM, for giving me an opportunity to undertake the project “INTERNAL STRATEGICAL FUNCTIONALITY” in his esteemed organization under his able guidance. I thank the other organization members for supporting me with timely information. I extend my whole hearted thanks to our beloved Prof. D. Panduranga Rao for his timely advice and unstinted cooperation and devout encouragement throughout the project work. I also thank the faculty members of SUN INSTITUTE OF TECHNOLOGY AND MANAGEMENT, and all my friends for imparting me with theoretical inputs and guiding me for the successful completion of the project. C.S.PREETHI
CONTENTS
SL.NO. Topic 1. Introduction 2. Profile of the origination 3. Discussions on training 4. Study of Selected Research Problems 5. Summary, Conclusions & Bibliography 52-57 Pg. No. 3-11 12-25 26-31 32-52
CHAPTER-1 INTRODUCTION
GENERAL INTRODUCTIN: RADIO AND ITS IMPORTANCE:
The pre-history and early history of radio is the history of technology that produced radio instruments that use radio waves. Within the timeline of radio, many of people contributed theory and inventions in what became radio programming and content. Who invented the radio? In the history of radio and development of “wireless telegraphy”, several people are claimed to have “ invented the radio” leading to a great radio controversy. The most commonly accepted claims are: Jagadish Chandra Bose. Guglielmo Marconi, who equipped ships with life- saving wireless communications, conducted a reported transatlantic radio communications experiments in 1901 and established the first commercial transatlantic radio service in 1907 Alexander Stepanovich Popov. Nikola Tesla, who developed means to reliably produce radio frequency currents, publicly demonstrated the principles of radio, and transmitted long distance signals, in 1943 the US Supreme Court upheld Tesla’s Patent number U.S. Patent 645,576
(1)
Radio development
began as “wireless telegraphy” (1) Later radio history increasingly involves matters of
This is a brief history of radio development, starting from the early years to the time when radio manufacturing ended at Wolverhampton. Any description of the development will inevitable is of a technical nature. Actual descriptions of some of the circuits have been included, but these are separate to the main text, so if you are not interest in the technicalities, they can be ignored.
Beginnings James Clerk Maxwell, the Scottish physicist, was born on the 13th of June 1831, in Edinburgh. He was very interested in Michael Faradays’ work on electromagnetism. Faraday explained that electric and magnetic effects result from lines of force that surround inductors and magnets. Maxwell drew an analogy between the behavior of the lines of force and the flow of liquid, depravity equations that represent electric and magnetic effects. In 1855 he produced a paper which built on Faradays’ ideas, and in 1861 developed a mode for a hypothetical medium, that consisted of a fluid which could carry electric and magnetic effects. He also considered what would happen if the fluid became elastic and a charge was applied to it this would set up disturbances in the fluid, which would produce waves that would travel through the medium. The German physicists Friedrich Kohlrausch and Wilhelm Webber calculated that these waves would travel at the speed of light. Maxwell finally published this work in his “ Treatise on Electricity and Magnetism” in 1873
Italian born Guglielmo Marconi was fascinated by Hertz’s discovery, and realized that if radio waves could be transmitted and detected over long distances, wireless telegraphy could be developed.
He started experimenting in 1894 and set up rough arterials on opposite sides of the family garden. He managed to receive signals over a distance 100 meters and by the end of 1895 had extended the distance to over a mile. He approached the Italian ministry of Posts and Telegraphs, informing them of his experiments. The ministry was not interested0 and so his cousin, Henry Jameson-Davis arranged an interview with Nylilliam preece, who was Engineer-in- Chief to the British Post office So in December of that year, wireless communication was set up between the East Goodwin light ship and the South Foe land lighthouse. On 3rd March 1899 Marconi obtained a lot of publicity when the first life was saved by wireless telegraphy, which was used to save a ship in distress in the North Sea. By the summer cross channel communication had been established and the first ocean newspaper published bulletins sent by wireless.
About this time Marconi began to develop tuned circuits for wireless transmission. So that a wireless can be tuned to a particular frequency, to remove all other transmission except the one of interest. He patented this on 26 th April 1900, under the name of “ Tuned Synchronic Telegraphy,
On Thursday 12th December 1901, Marconi and his associates succeeded in transmitting a signal across the Atlantic Ocean. He sailed to Newfoundland with G.S. Kemp and P.W.Paget, and received a transmission from Poldhu, Cornwall. The transmission was received at Signal Hill using a kite aerial. The British government and admiralty were greatly impressed and many people wanted to invest in the new technology. The Advantages of Radio Advertising In the marketing world, radio has earned the reputation of being the odd step cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who knows WHAT he’ll start talking about.)
Much of that reputation comes from radio being tough to tack. On one hand, radio does work. Businesses do notice an increase in sales when they add radio to the mix. However, radio doesn’t well, in surveys and other tracking methods, radio tends to be the one with the dismal scores. A good friend of mine, who’s also a marketing consultant but before that she sold radio for many years, has a theory about that. She says radio works on a subconscious or unconscious level. People remember the ad, but not the they heard it on the radio. So, they tend to credit a different medium for the ad, like the yellow pages. Yellow pages get a boost while radio drops a few points. Regardless, radio should not be ignored because it does work. And many marketing consultants will probably tell you radio is an excellent medium to reach a local market. However, I feel there are possibilities beyond merely reaching local customers. Internet radio shows are starting to take off in a big way. That means advertising and sponsorship opportunities are also taking off. In addition, “offline” methods have been shown to be pretty effective at driving traffic online. If increasing Web traffic is your goal, using traditional media outlets to increase traffic should be a part of your mix. If people already know you (which they might in your local market ) they’re more likely to be loyal. And they’re more likely to send other customers to your site. Depending on the cost of radio in your community, radio may be a very affordable way to get good viral campaign going.( A viral campaign is when your customers send promotional items about your business such as e-mails, articles, Web site url, etc. to their friends and family members) Below are some other positive reasons to use radio:
Affordable When you compare spot to spot, radio tends to be one of the least expensive media our there. However, one spot isn’t going to do it. To reach your target market, you need to purchase several spots, that’s why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio—for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message. Psychological, if you voice the commercials yourself Hearing your voice makes people feel like they “ know” you. (Hence the popularity of audio on Web sites. In fact, marketing gurus claims just by adding audio to a site substantially increases how many people buy.) People tend to buy from people and businesses they know and trust. Hearing your voice helps them feel as if they know you. These psychological aspects may be another reason to consider running a few radio ads in your local market even if you have an internet business. Speed You can get your spot up and running in no time. Loyalty Listeners choose station based on the music or shows they like and they tend to be quite loyal to that station. If you know what your customers enjoy listening to, it’s an excellent way to reach them. ( I include both music and talk shows in this) Good support medium Radio works really well paired with other marketing mediums (like print direct mail or television) But for every positive, there’s a negative. In the spirit of being objective, here are a few for radio:
Background medium Radio tends to be on in the background, which means its tends to be ignored Generally, your target market needs to be exposed to your ad more times than other marketing media before they’ll act upon your message. Little staying power The lack of visuals again keeps radio from “sticking” with people. At least that’s what some of the marketing gurus say. But, here again my marketing consultant friend differs. She thinks it’s that subconscious thing again. And if you can write a sport that creates pictures in your customers’ heads, you can actually work this to your advantage. In fact, according to my fried, if the picture is defined enough, not only will people remember it better, but they’ll also think it was a print ad instead of a radio ad. Hard to track It’s impossible to know exactly how many people are tuning in at any given time. A final note: Because radio is subconscious, keep that in mind when crafting your ad. Repeat your business name a lot and any other branding info, so it gets into your customers’ heads. Don’t put in phone numbers, instead, purchase a memorable we site domain name and repeat that . And remember to create “ pictures” whenever possible. Creativity Exercise—how can you use radio in your business? Would radio work for your business? Let’s find out. Take out a sheet of paper and a fun pen (I’m partial to gel pens .) draw a line down the center. On one side, put the header: Why advertising on radio is a good idea for my business. On the other side, put the header: Why advertising is a bed idea for my business. Now pick a side and start writing down reasons. You might be more comfortable starting with the side that’s easiest for you.
Then when you work on the other side, you can simply turn the reason Around. For instance, let’s say you started with the bad idea. One of your reasons was: My product is completely visual. You could turn it around by saying “ Because my product is so visual, I’ll have to work harder to create pictures in my customers’ minds. And because the customers create their own pictures, they’re more likely to remember them” Or what if you started with a good idea, and one of the reasons was: “ Because my business is local” You could turn it around and say “ Because radio is holding me back – I’m only reaching this local market” (Ah, now I’m even going against what I said earlier Maybe with this statement you could look for ways to get your customers to spread the word outside the area about your business.) As you saw by my last example, you’ll be amazed at what comes out when you do this exercise. Even if you don’t change your views on radio advertising, you may come up with new and powerful insights to your business. Michele PW (Michele Pariza Wacek) owns Creative Concepts and Copywriting LLC, a copywriting, marketing communications and creativity agency. She helps people become more successful at attracting new clients, selling products and services and boosting business. To find out how she can help you take your business to the next level, visit her site at www.writingusa.com. Copyright 2006 Michele Pariza Wacek. Read all advice by Michele Pariza Wacek; Find more Business communication experts More advice on Business Communication >> Instant Messaging Basics for Business >> Case Study Writing >> All Business Communication articles.
CHAPTER-2 PROFILE OF THE ORGANISATION
ORIGIN OF 92.7 BIG FM
92.7 BIG FM, India’s no. 1FM Network and the Radio initiative from Reliance Broadcast Network Ltd., since the lunch of its first Station in September 2006, is expanding at sturdy speed and is poised to create history with it span India presence, spanning across 45 cities, 1000 towns and 50,000 village to reach 200 million Indian across the length and breadth of the country. The Company is on its way to taking Radio as a medium of entertainment not only to the key metros, but also to virgin markets that have never before experience this medium of entertainment. In the first phase of its launches, 92.7 BIG FM set up Stations in the metros of Delhi, Hyderabad, Chennai, Kolkata, Bangalore and Mumbai. The second phase of launches have taken 92.7 BIG FM to several tier II towns at the end of which the total count will be taken to 45.
The Brand – It’s positioning and unique content to address the competitive nature of Radio and to ensure the Station’s stand out from the clutter; 92.7 BIG FM has undertaken extensive research and in- depth analysis of the likes and dislikes of the listeners before putting together its innovative programming mix. Unique Auditorium Music Tests (AMT’s) have been conducted across all cities and over 1000 songs run past the sample audiences to verify both local flavor and city- connect.
92.7 BIG FM’s music positioning is a distinct Hot Contemporary format –catering to a good set a favorite tracts from across era’s, derived post an extensive consumer research exercise, thus giving listeners the music of their choice. Most other Radio stations in India have adopted the Contemporary Hit Radio format focusing only on the entire body of music people like.
Besides innovative and fresh content, 92.7 BIG FM has lined up a stunning array of RJ’s who will be the voice and personality of the Station. Key shows across 92.7 BIG FM Stations will be hosted by local personalities like, V. Rajesh Hirjee in Mumabi. Maninee in Delhi, Rakesh & Pragya in Kolkat, Kiran in Bangalore, Dheena in Chennai, Sekhar in Hyderabad, Hasini & veeru in vizag and so on for the each city. These celebrity-RJ interact with the listeners in the local languages; as they share their emotions, on a daily basis, adding to the asp rational appeal of the Station. To ensure the highest asp rational appeal and connect with its listeners, 92.7 BIG FM has once signed. On none other than Abhishek Bachchan as the Brand Ambassador for the Hindi belt, Superstar Asin for the Telugu & Tamil market and Upendra for the Kannada market. Suno. Sunao. Life Banao. Keeping with the tag line Suno. Sunao. Life Banao, it is BIG FM’s endeavor to ensure its offerings ‘impact people’s live positively’ 92.7 BIG FM promises not only to entertain but to inform an enpower the listener with utilities that one may take for granted. The Station has designed utilities such as traffic and weather updates along with time checks and health tips to optimize the listener’s time management and health. Another important content strategy of the Station is “ Acknowledgement of local heroes in our Society” 92.7 BIG FM aims to honor the deserving common man who works relentlessly and voluntarily for the betterment of society. Apart from the utilities and the music mix, BIG FM has driven several initiative successfully collected funds and got listener’s support for people in need of help financial or emotional. Standing in the market A recent survey conducted by Indian Research consumer Insights Pvt. Ltd., in Bangalore, Hyderabad and Chandigarh adjudged the Station No.1 in the Cities, while the Mumbai and Kolkat Station have been adjudged No.2. This was as per the study on various criteria during the period of February- March 2007. JRS 2010 showed 228% increase in listinership for 92.7 BIG FM.
Apart from the cities surveyed, 92.7 BIG FM enjoys leadership in all other cities where the company has brought in the new wave of private FM and offering wholesome entertainment to its audiences. The Infrastures 92.7 BIG FM will not just be a big brand, but a Big Station as well. Hence 92.7 BIG FM is fastest growing FM station in Vizag. With an investment of Rs.400 crores dedicated to Transmission Equipment, Infrastructure and licensing, the proposed network will be the largest ever. The overall manpower strength will stand at 1000 employees nationwide. The IP protocol technology being utilized for 92.7 BIG FM has been sourced from AXIA, USA making this station amongst the first to utilize such superior gear in Asia.
92.7 BIG FM will bring to you 24x7 unique entertainment from a highly advance and state-of the-art radio broadcast technology via transmitters with web based remote management capability, hot swappable power supply four hours of music and power amplifier with controller card redundancy. The transmitters have he capability of back up play time of or pre-programmed content in case of any link failure. The highlights of 92.7 BIG FM will be a web based Media Monitoring center (MMC) at Mumbai to monitor all the 45 station live and provide round- the-clock hands on solution and technical support.
The Network North -20 cities Chandigarh, Hissar, Shimal, Ajmer, Kota, Jodhpur, Bikaner, Udaipur, Srinagar, Jammu, Patiala, Jalandhar, Jhansi, Aligarh, Amritsar, Agra, Allahabad, Kanpur, New Delhi. East -7 cities Guwahati, Rourkela, Bhubaneshwar,Ranchi, Jamshedpur, Asansol, Kolkata West-9 cities Panaji, Sholapur, Gwalior, Bhopal, Indore, Rajkot, Vadodara, Surat, Mumbai South-9 cities Pondicherry, Tirupathi, Thurivananthapuram, Visakhapatnam, Chennai, Bangalore, Hyderabad, Mangalore, and Mysore to sum it all up, 92.7 BIG FM promises you, less clutter, richer reach by offering a super combo of coverage and frequency. 92.7 BIG FM is the next Big thing on Radio, Big is beautiful Big is better and now its here. Reliance Anil Dhirubhai Ambani Group India is a booming trillion dollar economy. An overwhelmingly young country, with more than 55% of its population i.e. over 550 million people below the age of 30. Steady GDP growth rate in excess of 7% has translated into rising income levels, complementing India’s ongoing economic revolution coupled with the energy, dynamism and ambition of its youth. India’s future will be propelled by strategic drivers such as the quality of its human capital , their access to cutting-edges technology, availability of hi-quality products and services at a lower cost and their will power to make India shine on the world map.
The Reliance Anil Dhirubhai Ambani Group, strongly believes that it has a pivotal role to play, in shaping the destiny of our great nation. Through its various consumer facing businesses, the group provides a robust platform to every Indian to realized his potential and shape His/her destiny, through its state-of –the art products and services.
The group barely three years in the making, now ranks among India’s top 3 business houses with respect to key financial parameters. Its dominant presence across a wide array of high- growth consumer facing businesses, range from telecom and financial services to infrastructure, entertainment and healthcare. Across different companies, the group positively influences the lives of over 100 million customers or 1 in every 10 young and asp rational Indians every single day across 4.5 lakh village and 20000 towns. It enjoys unparalleled trust, faith and confidence of nearly 12 million shareholders, the largest such family in India, perhaps even in the world. It is one of the largest employers in the country with a young, highly trained and motivated workforce approaching 100,000 strong. All this is focused towards achieving two goals. Building a great enterprise for its stakeholders and a great future for our country.
Reliance Big Entertainment India is standing on the threshold of an experience and entertainment economy. It is at the cross roads of an exciting phase that will shape its cultural and social framework forever. Reliance Big Entertainment has evolved out of the group’s vision of meeting young India’s aspirations and assuming a leadership position in communication, media and entertainment . Reliance Big Entertainment is geared to create a significant presence in business across various vectors of content, broadcast and retail service and platforms for distribution.
The company strives to create converge services and platforms for masses to access innovative, cutting-edge content. Key content initiatives include production and strategic collaboration in areas such as gaming, movies, animation, music, broadcast, DTH and user- generated content, amongst others.
Mood Analysis
• All in all the mood of all FMs is almost the same. • Cashing the music code of Vizag all the FMs have reduced the pace of playout and slowed down on the tempo and mood. • Red FM is high on Hindi playout with decreased tempo in the non primes.
23
Retro and Hindi Analysis
• • • • BIG FM retro playout is improved with hit songs from lahari audio. We have leveled with Mirchi and City’s playout as far as retro is concerned Further refresh of retro songs will help a lot in building listnership Only Red FM is playing Hindi songs which is not a big differentiating factor but has some impact.
23
CHAPTER-3 DISCUSSIONS ON TRAINING
DISCUSSIONS ON TRAINING WORK PROFILE: We studied the profile of the organization by undergoing training with the help of training co-coordinator Mr. K.V.N.Sudheer . After the training we were assigned with the task of examining the internal strategical functioning of 92.7 BIG FM.
After tracking the ads the summary report has been sent to the station head and He thereafter sends it to various branches. Audio Tracking is the tracking of ads and songs from other stations excluding. Our station here tracking the ADS and SONGS played by the competitors has Been done and how many songs are played in an hour and what kind of songs. Like old songs, fast songs and melody songs are played, whether they are of high Tempo, energy and medium. These report and sent in turn on a monthly basis to Various branches of India.
CHAPTER-4 STUDY OF SELECTED RESEARCH PROBLEM
STATEMENT OF RESEARTHC PROBLEM: The selection of the problem is the first step in the research the TERM PROBLEM IS A QUESTION OR AN ISSUE TO BE EXAMINED. THE PROBLEM selected should be feasible and researchable and should be within the competence of the researcher management with in the available time and resources at the same of some importance to the organization where the study is done. The research problem selected for the purpose of dissertation is titled “ SURVEY TO CHECK THE LEVEL OF CUSTOMER SATISFACTION AMONG THE PEOPLE MAPPING THE MEDIA MARKET”. Customer is the king for any products market. All marketing activities are for the benefit of the customer as well as the organization. No organization could be complacent with their current market performance and they have to constantly innovate entering in new features to maintain the position in the, market for which PERFORMANCE ANALYSIS of their product in the market comes into picture. This study is undertaken to find out the requirement of the in industry and potential listeners for 92.7 BIG FM and to check the level of INTEGRITY IN INTERNAL STRATEGY. This study will focus on what strategies are adapted for internal functioning of an entertaing media like 92.7 BIG FM.
STATEMENT OF RESEARCH OBJECTIVE: Innovation is necessary for business development, no organization could exist for long without adapting new things. Expectations rise and bring pressure on the innovators and listeners to give the best outputs within the given inputs, so that the satisfaction levels increase among the people and they will be in more favor towards the media. If the organization is complacent about it current performance in the market, then the organization may tend to loose the battle. Periodic performance analysis and review is needed to sustain the market. The objective of the study is divided into three phases. PHASE 1: To find the requirement of the industry and potential listeners for 92.7 BIG FM. PHASE 2: To study the performance of 92.7 BIG FM In the market (Visakhapatnam) PHASE 3: To assist the gap between the listeners expectations and existing market necessities.
Era
Music playout revision have been done after which we have stopped playout of gold songs, 90’s are on high rotates. New releases are not played as breaking songs but held on to get familiarized and then played on regular rotations. Sing Along and familiar hits are on high priority
92.7 BIG FM
23 22
City plays a lot of A+ on high rotations and next substitute is 2009. They have always banked on 90’s which they are still continuing.
RadioCity
23
Red FM is inclined towards playing new songs and 2009 release songs. Hindi songs is one differentiating factor for them.
Red FM
23 22 21
After changes in music play out and FPC mirchi has two extremes with newest songs in prime times and retros and gold songs in non prime times.
Radio Mrichi
23 22
Mood Analysis
• • • All in all the mood of all FMs is almost the same. Cashing the music code of Vizag all the FMs have reduced the pace of playout and slowed down on the tempo and mood. Red FM is high on Hindi playout with decreased tempo in the non primes.
92.7 BIG FM
23
Radio city
23
Red FM
23
Radio Mirchi
23
Why do they actually listen to particular FM stations
SL.No 1 2. 3. 4 5.
Stations 92.7 BIG FM RADIO MIRCHI SFM RADIO CITY RAINBOW
Shows MORNING SHOWS HINDI SONGS ALL SHOWS LADIES SHOWS OLD SONGS TOTAL
No of Listeners 48 80 110 52 85 385
City is high with regards to play out, reason being the back to back songs in afternoon band. Mirchi is in second place with close follow by 92.7 BIG FM at third place catching up with them in afternoon and evening band and also in the night band. Red FM is in last place with lowest play out.
14
CHAPTER -5 SUMMARY AND CONCLUSIONS
SUMMARY OF LEARING EXPERIENCES: I had a good learning experience in 92.7 BIG FM(MEDIA INDUSTRY). I gained good knowledge not only about the brand and its features but also about the marketing conditions and the competitors in the market through the survey. There are chances for forgetting what we learnt theoretically in the class room but the lessons learnt by working practically will stay in heart forever. I learnt what media world is and how things happen there.
I have interpersonal skills and how to move and get along with a variety of listeners. Listeners would contain listeners how would be of various mix differing in character and adjusting to them would be a tough deal. I found pleasant environment in the organization were they really helped us in guiding what should be done and how to face the public and what are the points that are to be kept in mind when we are under the task.
CONCULSIONS AND RECOMMENDATINS:
•
The advertising and promotional techniques must be extended much more as possible as to capture public in wide areas as to increase the brand awareness in the minds of customers.
•
92.7 BIG FM could register its name in various E-commerce portals so that there are greater chances in making more business. Advertising in internet would also cause the company very less as compared to various other advertising media.
•
The company should also put some additional efforts to attract competitor’s customers and thereby take the cream of the market.
BIBLOGRAPHY:
WWW. Wrintinqusa. Com Wikipedia.org/wiki/radio.com
Referred PHILP KOTLES’S marketing text book regarding customer satisfaction levels.
doc_742671435.doc
Under the Esteemed Guidance of SUN INSTITUTE OF TECHNOLOGY AND MANAGEMENT VISAKHAPATNAM MARCH-2009
CERTIFICATE OF THE ORGANIZATION
K.V.N.Sudheer Station Head ADLABS FILMS LIMITED (Fm Radio Initiative) Flat No.401, D.No.47-14-4, 4th Floor, Eswar Paradise, Above SBI, Dwarakanagar, Visakhapatnam. Date: 18-07-2009 To, The Training Officer, National Institute of Applied Management, Banglore/ New Delhi. This is to certify that Mr./Ms.____________________________________ Of BBA (Industry Integrated) course of Gauhati University,Assam at SUN INSTITUTE OF TECHNOLOGY AND MANGEMENT learning center has Undergone management training at our Organization from 9-03-2009 to 11-06-2009 His/Her performance during the training period was___________________ Authorized Signatory
92.7 BIG FM K.V.N.Sudheer Station Head
CERTIFICATE
THIS IS TO CERTIFY THAT THE PROJECT REPORT AT 92.7 BIG FM , VISAKHAPATNAM. Submitted in partial fulfillment of the requirements for award of The degree of Bachelor of Business Administration (Industry integrated) To
Gauhati University, Assam
Is a record of on filed training carried out by C.S.Preethi Under my supervision and guidance and that no part of this report has Been submitted for the award of any authored Degree/Diploma/ Fellowship or similar titles or prizes. FACULTY GUIDE SIGNATURE (GUIDENCE’S) PROF, D.PANURANGA RAO SIGNATURE (FACULTY) MRS. R. JYOTHSNA
SIGNATURE & SEAL OF THE LEARNING CENTER
DECLARATION INTERNAL STRATEGICAL FUNCTIONALITY ABOUT 92.7 BIG FM I HEREBY DECLARE THAT THE PROJECT REPORT CONDUCTED AT UNDER THE GUIDANCE OF PROF MYTHILI Submitted in partial fulfillment of the requirement of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION
Industry integrated 2nd semester
Gauhati University, Assam
Is my original work and the same has not been submitted For the award of any other degree/ diploma/ fellowship or Other similar titles or prizes. Place: Visakhapatnam Date: C.S.Preethi
ACKNOWLEDGEMENT
“ Any worthwhile Endeavour is the result of the efforts put in by more than one individual” I acknowledge my indebtedness to all those who helped me in the preparation of this project report. I express my deed sense of gratitude and sincere and sincere thanks to Mr.K.V.N.Sudheer, Station head 92.7 BIG FM, for giving me an opportunity to undertake the project “INTERNAL STRATEGICAL FUNCTIONALITY” in his esteemed organization under his able guidance. I thank the other organization members for supporting me with timely information. I extend my whole hearted thanks to our beloved Prof. D. Panduranga Rao for his timely advice and unstinted cooperation and devout encouragement throughout the project work. I also thank the faculty members of SUN INSTITUTE OF TECHNOLOGY AND MANAGEMENT, and all my friends for imparting me with theoretical inputs and guiding me for the successful completion of the project. C.S.PREETHI
CONTENTS
SL.NO. Topic 1. Introduction 2. Profile of the origination 3. Discussions on training 4. Study of Selected Research Problems 5. Summary, Conclusions & Bibliography 52-57 Pg. No. 3-11 12-25 26-31 32-52
CHAPTER-1 INTRODUCTION
GENERAL INTRODUCTIN: RADIO AND ITS IMPORTANCE:
The pre-history and early history of radio is the history of technology that produced radio instruments that use radio waves. Within the timeline of radio, many of people contributed theory and inventions in what became radio programming and content. Who invented the radio? In the history of radio and development of “wireless telegraphy”, several people are claimed to have “ invented the radio” leading to a great radio controversy. The most commonly accepted claims are: Jagadish Chandra Bose. Guglielmo Marconi, who equipped ships with life- saving wireless communications, conducted a reported transatlantic radio communications experiments in 1901 and established the first commercial transatlantic radio service in 1907 Alexander Stepanovich Popov. Nikola Tesla, who developed means to reliably produce radio frequency currents, publicly demonstrated the principles of radio, and transmitted long distance signals, in 1943 the US Supreme Court upheld Tesla’s Patent number U.S. Patent 645,576
(1)
Radio development
began as “wireless telegraphy” (1) Later radio history increasingly involves matters of
This is a brief history of radio development, starting from the early years to the time when radio manufacturing ended at Wolverhampton. Any description of the development will inevitable is of a technical nature. Actual descriptions of some of the circuits have been included, but these are separate to the main text, so if you are not interest in the technicalities, they can be ignored.
Beginnings James Clerk Maxwell, the Scottish physicist, was born on the 13th of June 1831, in Edinburgh. He was very interested in Michael Faradays’ work on electromagnetism. Faraday explained that electric and magnetic effects result from lines of force that surround inductors and magnets. Maxwell drew an analogy between the behavior of the lines of force and the flow of liquid, depravity equations that represent electric and magnetic effects. In 1855 he produced a paper which built on Faradays’ ideas, and in 1861 developed a mode for a hypothetical medium, that consisted of a fluid which could carry electric and magnetic effects. He also considered what would happen if the fluid became elastic and a charge was applied to it this would set up disturbances in the fluid, which would produce waves that would travel through the medium. The German physicists Friedrich Kohlrausch and Wilhelm Webber calculated that these waves would travel at the speed of light. Maxwell finally published this work in his “ Treatise on Electricity and Magnetism” in 1873
Italian born Guglielmo Marconi was fascinated by Hertz’s discovery, and realized that if radio waves could be transmitted and detected over long distances, wireless telegraphy could be developed.
He started experimenting in 1894 and set up rough arterials on opposite sides of the family garden. He managed to receive signals over a distance 100 meters and by the end of 1895 had extended the distance to over a mile. He approached the Italian ministry of Posts and Telegraphs, informing them of his experiments. The ministry was not interested0 and so his cousin, Henry Jameson-Davis arranged an interview with Nylilliam preece, who was Engineer-in- Chief to the British Post office So in December of that year, wireless communication was set up between the East Goodwin light ship and the South Foe land lighthouse. On 3rd March 1899 Marconi obtained a lot of publicity when the first life was saved by wireless telegraphy, which was used to save a ship in distress in the North Sea. By the summer cross channel communication had been established and the first ocean newspaper published bulletins sent by wireless.
About this time Marconi began to develop tuned circuits for wireless transmission. So that a wireless can be tuned to a particular frequency, to remove all other transmission except the one of interest. He patented this on 26 th April 1900, under the name of “ Tuned Synchronic Telegraphy,
On Thursday 12th December 1901, Marconi and his associates succeeded in transmitting a signal across the Atlantic Ocean. He sailed to Newfoundland with G.S. Kemp and P.W.Paget, and received a transmission from Poldhu, Cornwall. The transmission was received at Signal Hill using a kite aerial. The British government and admiralty were greatly impressed and many people wanted to invest in the new technology. The Advantages of Radio Advertising In the marketing world, radio has earned the reputation of being the odd step cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who knows WHAT he’ll start talking about.)
Much of that reputation comes from radio being tough to tack. On one hand, radio does work. Businesses do notice an increase in sales when they add radio to the mix. However, radio doesn’t well, in surveys and other tracking methods, radio tends to be the one with the dismal scores. A good friend of mine, who’s also a marketing consultant but before that she sold radio for many years, has a theory about that. She says radio works on a subconscious or unconscious level. People remember the ad, but not the they heard it on the radio. So, they tend to credit a different medium for the ad, like the yellow pages. Yellow pages get a boost while radio drops a few points. Regardless, radio should not be ignored because it does work. And many marketing consultants will probably tell you radio is an excellent medium to reach a local market. However, I feel there are possibilities beyond merely reaching local customers. Internet radio shows are starting to take off in a big way. That means advertising and sponsorship opportunities are also taking off. In addition, “offline” methods have been shown to be pretty effective at driving traffic online. If increasing Web traffic is your goal, using traditional media outlets to increase traffic should be a part of your mix. If people already know you (which they might in your local market ) they’re more likely to be loyal. And they’re more likely to send other customers to your site. Depending on the cost of radio in your community, radio may be a very affordable way to get good viral campaign going.( A viral campaign is when your customers send promotional items about your business such as e-mails, articles, Web site url, etc. to their friends and family members) Below are some other positive reasons to use radio:
Affordable When you compare spot to spot, radio tends to be one of the least expensive media our there. However, one spot isn’t going to do it. To reach your target market, you need to purchase several spots, that’s why radio can also turn into one of the more expensive media. However, there are ways to keep your costs in line yet still reap the benefits of radio—for instance, buying less spots but running them all in one or two weeks, so your customers are more likely to hear your message. Psychological, if you voice the commercials yourself Hearing your voice makes people feel like they “ know” you. (Hence the popularity of audio on Web sites. In fact, marketing gurus claims just by adding audio to a site substantially increases how many people buy.) People tend to buy from people and businesses they know and trust. Hearing your voice helps them feel as if they know you. These psychological aspects may be another reason to consider running a few radio ads in your local market even if you have an internet business. Speed You can get your spot up and running in no time. Loyalty Listeners choose station based on the music or shows they like and they tend to be quite loyal to that station. If you know what your customers enjoy listening to, it’s an excellent way to reach them. ( I include both music and talk shows in this) Good support medium Radio works really well paired with other marketing mediums (like print direct mail or television) But for every positive, there’s a negative. In the spirit of being objective, here are a few for radio:
Background medium Radio tends to be on in the background, which means its tends to be ignored Generally, your target market needs to be exposed to your ad more times than other marketing media before they’ll act upon your message. Little staying power The lack of visuals again keeps radio from “sticking” with people. At least that’s what some of the marketing gurus say. But, here again my marketing consultant friend differs. She thinks it’s that subconscious thing again. And if you can write a sport that creates pictures in your customers’ heads, you can actually work this to your advantage. In fact, according to my fried, if the picture is defined enough, not only will people remember it better, but they’ll also think it was a print ad instead of a radio ad. Hard to track It’s impossible to know exactly how many people are tuning in at any given time. A final note: Because radio is subconscious, keep that in mind when crafting your ad. Repeat your business name a lot and any other branding info, so it gets into your customers’ heads. Don’t put in phone numbers, instead, purchase a memorable we site domain name and repeat that . And remember to create “ pictures” whenever possible. Creativity Exercise—how can you use radio in your business? Would radio work for your business? Let’s find out. Take out a sheet of paper and a fun pen (I’m partial to gel pens .) draw a line down the center. On one side, put the header: Why advertising on radio is a good idea for my business. On the other side, put the header: Why advertising is a bed idea for my business. Now pick a side and start writing down reasons. You might be more comfortable starting with the side that’s easiest for you.
Then when you work on the other side, you can simply turn the reason Around. For instance, let’s say you started with the bad idea. One of your reasons was: My product is completely visual. You could turn it around by saying “ Because my product is so visual, I’ll have to work harder to create pictures in my customers’ minds. And because the customers create their own pictures, they’re more likely to remember them” Or what if you started with a good idea, and one of the reasons was: “ Because my business is local” You could turn it around and say “ Because radio is holding me back – I’m only reaching this local market” (Ah, now I’m even going against what I said earlier Maybe with this statement you could look for ways to get your customers to spread the word outside the area about your business.) As you saw by my last example, you’ll be amazed at what comes out when you do this exercise. Even if you don’t change your views on radio advertising, you may come up with new and powerful insights to your business. Michele PW (Michele Pariza Wacek) owns Creative Concepts and Copywriting LLC, a copywriting, marketing communications and creativity agency. She helps people become more successful at attracting new clients, selling products and services and boosting business. To find out how she can help you take your business to the next level, visit her site at www.writingusa.com. Copyright 2006 Michele Pariza Wacek. Read all advice by Michele Pariza Wacek; Find more Business communication experts More advice on Business Communication >> Instant Messaging Basics for Business >> Case Study Writing >> All Business Communication articles.
CHAPTER-2 PROFILE OF THE ORGANISATION
ORIGIN OF 92.7 BIG FM
92.7 BIG FM, India’s no. 1FM Network and the Radio initiative from Reliance Broadcast Network Ltd., since the lunch of its first Station in September 2006, is expanding at sturdy speed and is poised to create history with it span India presence, spanning across 45 cities, 1000 towns and 50,000 village to reach 200 million Indian across the length and breadth of the country. The Company is on its way to taking Radio as a medium of entertainment not only to the key metros, but also to virgin markets that have never before experience this medium of entertainment. In the first phase of its launches, 92.7 BIG FM set up Stations in the metros of Delhi, Hyderabad, Chennai, Kolkata, Bangalore and Mumbai. The second phase of launches have taken 92.7 BIG FM to several tier II towns at the end of which the total count will be taken to 45.
The Brand – It’s positioning and unique content to address the competitive nature of Radio and to ensure the Station’s stand out from the clutter; 92.7 BIG FM has undertaken extensive research and in- depth analysis of the likes and dislikes of the listeners before putting together its innovative programming mix. Unique Auditorium Music Tests (AMT’s) have been conducted across all cities and over 1000 songs run past the sample audiences to verify both local flavor and city- connect.
92.7 BIG FM’s music positioning is a distinct Hot Contemporary format –catering to a good set a favorite tracts from across era’s, derived post an extensive consumer research exercise, thus giving listeners the music of their choice. Most other Radio stations in India have adopted the Contemporary Hit Radio format focusing only on the entire body of music people like.
Besides innovative and fresh content, 92.7 BIG FM has lined up a stunning array of RJ’s who will be the voice and personality of the Station. Key shows across 92.7 BIG FM Stations will be hosted by local personalities like, V. Rajesh Hirjee in Mumabi. Maninee in Delhi, Rakesh & Pragya in Kolkat, Kiran in Bangalore, Dheena in Chennai, Sekhar in Hyderabad, Hasini & veeru in vizag and so on for the each city. These celebrity-RJ interact with the listeners in the local languages; as they share their emotions, on a daily basis, adding to the asp rational appeal of the Station. To ensure the highest asp rational appeal and connect with its listeners, 92.7 BIG FM has once signed. On none other than Abhishek Bachchan as the Brand Ambassador for the Hindi belt, Superstar Asin for the Telugu & Tamil market and Upendra for the Kannada market. Suno. Sunao. Life Banao. Keeping with the tag line Suno. Sunao. Life Banao, it is BIG FM’s endeavor to ensure its offerings ‘impact people’s live positively’ 92.7 BIG FM promises not only to entertain but to inform an enpower the listener with utilities that one may take for granted. The Station has designed utilities such as traffic and weather updates along with time checks and health tips to optimize the listener’s time management and health. Another important content strategy of the Station is “ Acknowledgement of local heroes in our Society” 92.7 BIG FM aims to honor the deserving common man who works relentlessly and voluntarily for the betterment of society. Apart from the utilities and the music mix, BIG FM has driven several initiative successfully collected funds and got listener’s support for people in need of help financial or emotional. Standing in the market A recent survey conducted by Indian Research consumer Insights Pvt. Ltd., in Bangalore, Hyderabad and Chandigarh adjudged the Station No.1 in the Cities, while the Mumbai and Kolkat Station have been adjudged No.2. This was as per the study on various criteria during the period of February- March 2007. JRS 2010 showed 228% increase in listinership for 92.7 BIG FM.
Apart from the cities surveyed, 92.7 BIG FM enjoys leadership in all other cities where the company has brought in the new wave of private FM and offering wholesome entertainment to its audiences. The Infrastures 92.7 BIG FM will not just be a big brand, but a Big Station as well. Hence 92.7 BIG FM is fastest growing FM station in Vizag. With an investment of Rs.400 crores dedicated to Transmission Equipment, Infrastructure and licensing, the proposed network will be the largest ever. The overall manpower strength will stand at 1000 employees nationwide. The IP protocol technology being utilized for 92.7 BIG FM has been sourced from AXIA, USA making this station amongst the first to utilize such superior gear in Asia.
92.7 BIG FM will bring to you 24x7 unique entertainment from a highly advance and state-of the-art radio broadcast technology via transmitters with web based remote management capability, hot swappable power supply four hours of music and power amplifier with controller card redundancy. The transmitters have he capability of back up play time of or pre-programmed content in case of any link failure. The highlights of 92.7 BIG FM will be a web based Media Monitoring center (MMC) at Mumbai to monitor all the 45 station live and provide round- the-clock hands on solution and technical support.
The Network North -20 cities Chandigarh, Hissar, Shimal, Ajmer, Kota, Jodhpur, Bikaner, Udaipur, Srinagar, Jammu, Patiala, Jalandhar, Jhansi, Aligarh, Amritsar, Agra, Allahabad, Kanpur, New Delhi. East -7 cities Guwahati, Rourkela, Bhubaneshwar,Ranchi, Jamshedpur, Asansol, Kolkata West-9 cities Panaji, Sholapur, Gwalior, Bhopal, Indore, Rajkot, Vadodara, Surat, Mumbai South-9 cities Pondicherry, Tirupathi, Thurivananthapuram, Visakhapatnam, Chennai, Bangalore, Hyderabad, Mangalore, and Mysore to sum it all up, 92.7 BIG FM promises you, less clutter, richer reach by offering a super combo of coverage and frequency. 92.7 BIG FM is the next Big thing on Radio, Big is beautiful Big is better and now its here. Reliance Anil Dhirubhai Ambani Group India is a booming trillion dollar economy. An overwhelmingly young country, with more than 55% of its population i.e. over 550 million people below the age of 30. Steady GDP growth rate in excess of 7% has translated into rising income levels, complementing India’s ongoing economic revolution coupled with the energy, dynamism and ambition of its youth. India’s future will be propelled by strategic drivers such as the quality of its human capital , their access to cutting-edges technology, availability of hi-quality products and services at a lower cost and their will power to make India shine on the world map.
The Reliance Anil Dhirubhai Ambani Group, strongly believes that it has a pivotal role to play, in shaping the destiny of our great nation. Through its various consumer facing businesses, the group provides a robust platform to every Indian to realized his potential and shape His/her destiny, through its state-of –the art products and services.
The group barely three years in the making, now ranks among India’s top 3 business houses with respect to key financial parameters. Its dominant presence across a wide array of high- growth consumer facing businesses, range from telecom and financial services to infrastructure, entertainment and healthcare. Across different companies, the group positively influences the lives of over 100 million customers or 1 in every 10 young and asp rational Indians every single day across 4.5 lakh village and 20000 towns. It enjoys unparalleled trust, faith and confidence of nearly 12 million shareholders, the largest such family in India, perhaps even in the world. It is one of the largest employers in the country with a young, highly trained and motivated workforce approaching 100,000 strong. All this is focused towards achieving two goals. Building a great enterprise for its stakeholders and a great future for our country.
Reliance Big Entertainment India is standing on the threshold of an experience and entertainment economy. It is at the cross roads of an exciting phase that will shape its cultural and social framework forever. Reliance Big Entertainment has evolved out of the group’s vision of meeting young India’s aspirations and assuming a leadership position in communication, media and entertainment . Reliance Big Entertainment is geared to create a significant presence in business across various vectors of content, broadcast and retail service and platforms for distribution.
The company strives to create converge services and platforms for masses to access innovative, cutting-edge content. Key content initiatives include production and strategic collaboration in areas such as gaming, movies, animation, music, broadcast, DTH and user- generated content, amongst others.
Mood Analysis
• All in all the mood of all FMs is almost the same. • Cashing the music code of Vizag all the FMs have reduced the pace of playout and slowed down on the tempo and mood. • Red FM is high on Hindi playout with decreased tempo in the non primes.
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Retro and Hindi Analysis
• • • • BIG FM retro playout is improved with hit songs from lahari audio. We have leveled with Mirchi and City’s playout as far as retro is concerned Further refresh of retro songs will help a lot in building listnership Only Red FM is playing Hindi songs which is not a big differentiating factor but has some impact.
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CHAPTER-3 DISCUSSIONS ON TRAINING
DISCUSSIONS ON TRAINING WORK PROFILE: We studied the profile of the organization by undergoing training with the help of training co-coordinator Mr. K.V.N.Sudheer . After the training we were assigned with the task of examining the internal strategical functioning of 92.7 BIG FM.
After tracking the ads the summary report has been sent to the station head and He thereafter sends it to various branches. Audio Tracking is the tracking of ads and songs from other stations excluding. Our station here tracking the ADS and SONGS played by the competitors has Been done and how many songs are played in an hour and what kind of songs. Like old songs, fast songs and melody songs are played, whether they are of high Tempo, energy and medium. These report and sent in turn on a monthly basis to Various branches of India.
CHAPTER-4 STUDY OF SELECTED RESEARCH PROBLEM
STATEMENT OF RESEARTHC PROBLEM: The selection of the problem is the first step in the research the TERM PROBLEM IS A QUESTION OR AN ISSUE TO BE EXAMINED. THE PROBLEM selected should be feasible and researchable and should be within the competence of the researcher management with in the available time and resources at the same of some importance to the organization where the study is done. The research problem selected for the purpose of dissertation is titled “ SURVEY TO CHECK THE LEVEL OF CUSTOMER SATISFACTION AMONG THE PEOPLE MAPPING THE MEDIA MARKET”. Customer is the king for any products market. All marketing activities are for the benefit of the customer as well as the organization. No organization could be complacent with their current market performance and they have to constantly innovate entering in new features to maintain the position in the, market for which PERFORMANCE ANALYSIS of their product in the market comes into picture. This study is undertaken to find out the requirement of the in industry and potential listeners for 92.7 BIG FM and to check the level of INTEGRITY IN INTERNAL STRATEGY. This study will focus on what strategies are adapted for internal functioning of an entertaing media like 92.7 BIG FM.
STATEMENT OF RESEARCH OBJECTIVE: Innovation is necessary for business development, no organization could exist for long without adapting new things. Expectations rise and bring pressure on the innovators and listeners to give the best outputs within the given inputs, so that the satisfaction levels increase among the people and they will be in more favor towards the media. If the organization is complacent about it current performance in the market, then the organization may tend to loose the battle. Periodic performance analysis and review is needed to sustain the market. The objective of the study is divided into three phases. PHASE 1: To find the requirement of the industry and potential listeners for 92.7 BIG FM. PHASE 2: To study the performance of 92.7 BIG FM In the market (Visakhapatnam) PHASE 3: To assist the gap between the listeners expectations and existing market necessities.
Era
Music playout revision have been done after which we have stopped playout of gold songs, 90’s are on high rotates. New releases are not played as breaking songs but held on to get familiarized and then played on regular rotations. Sing Along and familiar hits are on high priority
92.7 BIG FM
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City plays a lot of A+ on high rotations and next substitute is 2009. They have always banked on 90’s which they are still continuing.
RadioCity
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Red FM is inclined towards playing new songs and 2009 release songs. Hindi songs is one differentiating factor for them.
Red FM
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After changes in music play out and FPC mirchi has two extremes with newest songs in prime times and retros and gold songs in non prime times.
Radio Mrichi
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Mood Analysis
• • • All in all the mood of all FMs is almost the same. Cashing the music code of Vizag all the FMs have reduced the pace of playout and slowed down on the tempo and mood. Red FM is high on Hindi playout with decreased tempo in the non primes.
92.7 BIG FM
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Radio city
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Red FM
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Radio Mirchi
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Why do they actually listen to particular FM stations
SL.No 1 2. 3. 4 5.
Stations 92.7 BIG FM RADIO MIRCHI SFM RADIO CITY RAINBOW
Shows MORNING SHOWS HINDI SONGS ALL SHOWS LADIES SHOWS OLD SONGS TOTAL
No of Listeners 48 80 110 52 85 385
City is high with regards to play out, reason being the back to back songs in afternoon band. Mirchi is in second place with close follow by 92.7 BIG FM at third place catching up with them in afternoon and evening band and also in the night band. Red FM is in last place with lowest play out.
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CHAPTER -5 SUMMARY AND CONCLUSIONS
SUMMARY OF LEARING EXPERIENCES: I had a good learning experience in 92.7 BIG FM(MEDIA INDUSTRY). I gained good knowledge not only about the brand and its features but also about the marketing conditions and the competitors in the market through the survey. There are chances for forgetting what we learnt theoretically in the class room but the lessons learnt by working practically will stay in heart forever. I learnt what media world is and how things happen there.
I have interpersonal skills and how to move and get along with a variety of listeners. Listeners would contain listeners how would be of various mix differing in character and adjusting to them would be a tough deal. I found pleasant environment in the organization were they really helped us in guiding what should be done and how to face the public and what are the points that are to be kept in mind when we are under the task.
CONCULSIONS AND RECOMMENDATINS:
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The advertising and promotional techniques must be extended much more as possible as to capture public in wide areas as to increase the brand awareness in the minds of customers.
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92.7 BIG FM could register its name in various E-commerce portals so that there are greater chances in making more business. Advertising in internet would also cause the company very less as compared to various other advertising media.
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The company should also put some additional efforts to attract competitor’s customers and thereby take the cream of the market.
BIBLOGRAPHY:
WWW. Wrintinqusa. Com Wikipedia.org/wiki/radio.com
Referred PHILP KOTLES’S marketing text book regarding customer satisfaction levels.
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